Telegraph View: The tangy preserve is proving a tough sell for today's young
consumers.

Is the game up for marmalade? As chocolate spread and peanut butter – imports, both – conquer the nation's breakfast tables, the tangy preserve is proving a tough sell for today's young consumers. Even its most famous advocate, Paddington Bear, has proved a fickle friend, once experimenting with Marmite sandwiches for a justly controversial advertising campaign.

Yet citrus lovers should not despair. If Winston Churchill – a lifelong devotee of marmalade conserve as well as marmalade cats – could rally the nation against foreign invasion, surely his heirs can do the same? Sales of marmalade are still, despite its rivals' growth, second only to those of jam; in these gastro-friendly times, its bracing bitterness ought to be an attraction. It would, after all, be a terrible shame if this sovereign among spreads came to a sticky end.